What is self-regulation?

Self-regulation is a sistem that through which the advertising industry undertakes the responsibility of self-control. This system coveres all three dimensions of the industry: the Marketers, who invest in advertising; the Agencies, responsible for advertising’s form and content; the Media, transporting advertising to the audience. The three parties collaborate directly, establish standards of activity and put in place a mechanism that ensures removal or correction of those advertising communications that do not meet these standards.

The standards are organized into a code, such as the Code of Advertising Practice of RAC and the industry voluntarily agrees to comply. The provisions are implemented by a special body created for this, a body funded by the industry itself.

On the basis of self-rThe role of self-regulation is recognized through several initiatives of the European Union: Audiovisual Media Services Directive, DG Sanco Advertising Roundtable Report etc.

Self-regulation does not replace the legislation. It is well known that self-regulations works best within a certain legal framework. Whether the legislation is more restrictive and more detailed, or that it establishes only general principles and a last door for the cases where other methods have failed.

Usually, a self-regulation organism (SRO) is composed of three structures:

Structure for writing the Code - representing the three dimensions of the advertising industry, responsible for writing and reviewing the Code;

Structure to apply the Code, said most of the time Jury or Committee - usually composed of persons independent from the advertising industry, which are responsible for interpreting the Code in concrete situations triggered by intimations, and for establishing reparation measures;

The permanent secretariat - personnel responsible for the daily activities necessary for the good of the SRO.

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What is RAC?

Romanian Advertising Council (RAC) is a professional, non-governmental, non-profit and independent organization. The activity of the Council is self-regulation in advertising. Currently Romanian Advertising Council is also offering copy advice.

RAC was founded in 1999. Initiative of a union in support of the advertising industry in Romania belonged to several companies and to the organization International Advertising Association (IAA). The companies who founded RAC, together with IAA, are: Brewery Holding Ltd. (known today as Heineken Romania), Henkel Romania SRL, Procter & Gamble Marketing Romania SRL Romania S.A. and Unilever.

The activity of the Romanian Advertising Council is based on the Code of Advertising Practice, prepared by its members. The Code is a set of ethical rules to be respected by all those involved in advertising and any form of commercial communication. The document’s purpose is to support the development of an honest and decent business in Romania by offering a guide to the form and content of correct, honest and decent information of the consumer and industry.

RAC has 72 members: companies, advertising agencies, media and associations. In turn, the Council is a member of other European (EASA - European Advertising Standards Alliance) or global (IAA - International Advertising Alliance) organizations.

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Partners

EASA

European Advertising Standards Alliance (EASA) promotes high ethical standards in European commercial communication, also taking into consideration national differences regarding culture, legislation and commercial practices.

EASA is a non-profit organization located in Bruxelles. EASA bring together national self-regulatory bodies and organizations representing advertising industry in Europe.

EASA promotes responsible advertising by offering detailed assistance in approaching advertising self-regulation across the Single Market. EASA acts in the benefit of the consumers and the businesses.

CNA

The National Audiovisual Council is the only Romanian authority for regulating audiovisual programs, an autonomous public institution which is governed by a Council of 11 members.The instituion's role is to provide an audiovisual environement based on freedom of speech, pluralism and free competition. Also, NAC must ensure that the televison and radio stations comply with the standards of correct information, private life, humand dignity and minors protection.

ICAS

The International Council on Ad Self-Regulation (ICAS) was set up in 2008 by the European Advertising Standards Alliance (EASA) to provide a forum for facilitating information exchange and discussion of best practices between advertising Self-Regulatory Organizations (SROs) around the world.

ANPC

RASCI

RASCI (the Romanian Association of the Self-Care Industry), brings together manufacturers, importers and distributors of OTC medicines, food supplements and self-care medical devices active in the Romanian market: Bayer, GlaxoSmithKline Consumer Healthcare, Johnson & Johnson, Sanofi, Reckitt Benckiser, Pfizer, Prisum, Fildas, Secom, Terapia, Antibiotice, Berlin-Chemie and WÖRWAG Pharma. The objective of the association is to not only inform, but also empower Romanian consumers. The primary purpose of RASCI is to ensure the clarity and objectivity of information both at the population level, the main beneficiary of our products, and at the level of healthcare professionals, those who give advice and indications on how to use these products daily. RASCI is affiliated to AESGP (European Association of the Self-Medication Industry), a nonprofit European organization that is the voice of the self-care sector in Europe and brings together more than 2,000 companies and professional associations.www.rasci.ro

Copy advice

The Romanian Advertising Council (RAC) has launched the Copy Advice service in August 2009. The service is addressed to companies or advertising agencies wanting a recommendation when creating a commercial communication in accordance with the ethic standards and principles encompassed by RAC's Advertising Code of Practice.

How to lodge an intimation?

Anyone (individual, legal person or entity of the State) may refer to the Romanian Advertising Council on a commercial communication. To lodge a complaint correctly, thus simplifying the registration and resolving it, please observe the following tips: Writte with maximum clarity and conciseness and always mention: the subject of your intimation, elements that are likely to breach the Code of Advertising Practice developed by RAC, the provisions that the commercial communication may infringe, the resolution expected following the intimation (termination or modification of the campaign), and, last but not least, your contacts to inform you on the progress in solving the case.

As important as drafting the intimation is sending the materials subject of the intimation. Just to be sure that we stopped on the same commercial communications as you, please attach and materials to which you refer. Intimations can be submitted via email to office [at] rac.ro, by completing the form on the site, by fax or post using the contact details specified in the Contact page. You can not lodge verbal or via telephone intimations.

To see in detail the procedure for solving an intimation, please see Chapter IV - Implementation of the Code in the Code of Advertising Practice.